In this economy, nail techs have to find creative ways to do direct marketing by throwing events in their salons, says Maisie Dunbar, owner of Maisie Dunbar Spa Lounge in Silver Spring, Md. “It’s a great way to grow your business and make extra money.” In January she hosted an upscale women’s group that ended up generating two additional parties, “one an evening event with 30 African-American business owners, the other a spa party for 10,” says Dunbar.

Maisie Dunbar shows some enthusiam at a Men's Night Out event.

“One of my team members recommended we have a men’s night out and it was a huge hit. We had about 20 men, some of whom had never had a massage or nail service before.” To promote the event, Dunbar sent out a save-the-date e-mail blast asking her female clients to invite their husbands, boyfriends, etc. She followed that up with another e-mail blast asking all her male clients to invite a friend. At the event, the staff customized three treatments from the salon’s regular menu and served food and beer. “They loved it. I was asked by all of the attendees to do it quarterly and they all said they would tell more people,” she says.